Crossing the Pond

EP08: Precision, Proof and Peer Referral: The Real Rules of UK B2B Marketing

Rachel Allen, founder of Bolt from the Blue Copywriting and fractional CMO, joins host Richard Cook to explore what it really takes to market complex B2B services across borders and why so many North American businesses get it wrong when they enter the UK and European market. Rachel shares the origin story behind Bolt from the Blue, built from scratch in Hong Kong with $200 and no work visa, and how nearly 20 years of writing for lawyers, financiers, and medical companies has shaped her approach to communicating with sophisticated, sceptical audiences. Key takeaways: British B2B audiences expect precision. Vague claims and approximate data will cost you credibility  UK buyers want proof over a personal brand. Word of mouth and peer referral are now the primary deal-closing mechanism in B2B, making trust your most valuable marketing asset. Whether you're a B2B business planning to expand into the UK, or a marketer navigating the shift from digital noise to relationship-led growth, this episode is essential listening. Connect with Champion: https://championcomms.com/ Get in touch with Richard: letstalk@championcomms.com [letstalk@championcomms.com] Connect with Us * Host: Richard Cook - Champion Communications [https://championcomms.com/] * E-mail: letstalk@championcomms.com

EP07: Reinventing the B2B Sales Cycle: Rajan Sodhi on Product-Led Growth That Converts

In this episode, Richard Cook is joined by Rajan Sodhi, co-founder and CMO of Hyperview, to explore what it takes to scale a B2B technology company in today’s fast-changing landscape. Rajan shares the origin story behind Hyperview and how a bold shift to a cloud-native, product-led model helped challenge a traditionally complex and slow-moving industry. He explains why removing friction from the buying process, empowering users, and prioritising customer experience are key to accelerating adoption and growth. The conversation also dives into modern B2B marketing challenges, from cutting through digital noise to building trust through authentic, experience-led communication. Rajan outlines how Hyperview uses product-led growth, community engagement, and continuous customer feedback to shape both its platform and its positioning. Looking ahead, Rajan shares his perspective on how AI is transforming marketing, enabling lean teams to do more with less, while reshaping how buyers discover and evaluate solutions. If you’re interested in go-to-market strategy, product-led growth, and the future of B2B marketing, this episode offers practical insights from the front lines of scaling a global SaaS business. Connect with Us * Host: Richard Cook - Champion Communications [https://championcomms.com/] * E-mail: letstalk@championcomms.com

EP06: The Power of B2B Podcasting: Bogdan Bratis on Brand Building With Expert Voices

In this episode, Richard Cook speaks with Bogdan Bratis, a B2B podcast strategist, producer, and host of The Podfiles. Bogdan’s background spans music, audio production, and corporate communications, giving him a distinctive view on how long-form content builds trust and authority. Bogdan explains why podcasting has become a strategic communications channel for B2B organisations, how smaller audiences can deliver stronger business outcomes, and why many corporate shows struggle due to weak concepts and poor distribution. He highlights the growing role of AI and SEO in podcast discovery, emphasising that transcripts, repurposed content, and backlinks now influence how expertise is surfaced online. From editorial strategy to production quality, Bogdan outlines how brands can use podcasting to strengthen relationships, build credibility, and create reusable content that supports wider marketing activity. He also discusses the value of being human on-mic, the importance of preparation, and the link between podcasting and earned authority in competitive markets. About the Guest: Bogdan Bratis is a podcast producer and strategist who supports B2B organisations in designing, launching, and scaling podcasts with a clear editorial focus. He also hosts The Podfiles, a podcast about the craft, strategy, and economics of the podcasting industry. Bogdan specialises in long-form content, guest preparation, B2B communications, and multi-channel distribution. Key Lessons and Takeaways: • Podcasts Build Authority. In B2B environments, relevance and credibility matter more than large general audiences. • Strategy Comes First. Strong editorial concepts, audience definition, and positioning determine long-term success. • Distribution Multiplies Value. Episodes become master assets that can be repurposed across written, audio, and video channels. • Transcripts Support Discovery. AI systems and modern search engines use written signals to connect experts with audiences. • Human Voices Cut Through. Authentic, conversational formats stand out in a media landscape with growing automation and noise. • Metrics Should Match the Market. In B2B, leads, relationships, reputation, and influence are more meaningful than download numbers. Resources and Mentions: • Strategic podcasting for B2B organisations • The role of transcription and written assets in SEO and AI discovery • Content repurposing models across social, web, and PR • Why podcasting is a relationship and credibility channel, not just a media channel Connect with Us Host: Richard Cook letstalk@championcomms.com [http://] Connect with Us * Host: Richard Cook - Champion Communications [https://championcomms.com/] * E-mail: letstalk@championcomms.com

EP05: From Brand to Buyer: Agnes Psathas on Navigating Global B2B Marketing Today

In this episode, Richard Cook speaks with Agnes Psathas, VP of Global Marketing for Exclusive Networks. Her career spans automotive, cybersecurity and B2B tech sectors. Agnes shares her perspective on what it truly means to build a “glocal” brand, one strong enough to operate globally while still empowering teams locally. She covers why brand PR is a long-term investment, how B2B buyer behaviour has fundamentally shifted, and why content now starts the customer relationship long before a sales conversation. From the extraordinary value of earned media to the rising influence of AI, Agnes explains how modern marketing has become more complex and powerful, creating a dynamic where rich customer insights enable deeper personalisation at scale . She discusses crisis management, the importance of cadence and alignment, and clarity of vision in the modern workforce. About the Guest: Agnes Psathas is a seasoned global marketing executive whose career began at BMW, where she managed international campaigns and exhibitions before transitioning into the IT and B2B technology sectors. As VP of Global Marketing at Exclusive Networks, she leads a “glocal” organisation that balances strong global brand identity with local execution. Agnes specialises in brand strategy, earned media, B2B content, and building high-performing, cross-regional teams. Key Lessons & Takeaways: • Brand Is a Long-Term Play . You can’t measure brand strength in quarters; its impact compounds over time and underpins every interaction, global or local. • Earned Media Is a Superpower . Credible editorial coverage can outperform paid channels in trust, authority, and visibility. • AI Is Reshaping Everything . From content creation to buyer behaviour, AI is now the single biggest force changing how marketing teams operate. • B2B Has Become B2C2B . Buyers arrive highly informed, having consumed content long before entering the sales funnel; marketing now starts the relationship. • Complexity Is the New Normal . More data, more tech, more channels - but also more opportunity to scale personalisation and relevance. • Teamwork Makes the Difference . Strong cadence, aligned vision, and solid ways of working are essential, especially across hybrid teams. Resources & Mentions: • Measuring earned media via share of voice • How global brands maintain consistency while acting locally • The impact of AI on B2B content and buyer journeys • Crisis management principles for global teams Connect with Us Host: Richard Cook letstalk@championcomms.com Connect with Us * Host: Richard Cook - Champion Communications [https://championcomms.com/] * E-mail: letstalk@championcomms.com

EP04: Brand as a Growth Engine: Alan Edwards on B2B Marketing Strategy That Works

In this episode, Richard Cook speaks with Alan Edwards, marketing consultant and director with a career spanning IBM, Sun Microsystems, Peer 1, and multiple scale-ups across the B2B tech sectors. Alan shares his expertise on the importance of brand - often dismissed as a “soft” discipline in B2B - is in fact one of the most powerful growth accelerators . Alan shows how clear brand identity cuts through the noise, even in sales-driven cultures, and why third-party endorsement is the ultimate advantage. With anecdotes ranging from shutting down a multimillion-dollar PPC spend to proving the power of earned media, Alan makes the case that brand recognition, differentiation, and authority are no longer “nice to haves” - they’re necessities in an overcrowded, AI-shaped market. About the Guest: Alan Edwards [https://www.linkedin.com/in/alanedwards/] is Senior Director of Marketing for EMEA, APAC at Agilysys and Managing Director of Why Marketing, where he helps growing B2B businesses define their brand, build recognition, and turn marketing strategy into measurable results. With a career spanning IBM, Sun Microsystems, Peer 1, Netstore , Manhattan Associates, GreyOrange , and Aviva, Alan brings a blend of B2B experience and hands-on marketing leadership, helping companies navigate competitive markets, align brand and sales strategy, and drive long-term growth. Key Lessons & Takeaways: * Brand Is the Differentiator - In overcrowded tech markets, recognition and clarity of purpose are what make prospective clients pick you.  * Short-Term Thinking Hurts - When you’re nearing the end of the quarter and not quite at target, pressure often undermines long-term brand value; PR and marketing must play the long game.  * Earned Media is the Secret Weapon - Especially in workplaces that aren’t interested in the brand - editorial is more digestible, increases trust, authority and importantly awareness  * AI Raises the Stakes - As AI models learn from content, credible brands with authoritative media presence will overpower those churn out “we” content .  * Events Still Work - If You Know Why You’re There - Clarity of purpose turns events from FOMO-driven costs into meaningful brand touchpoints. Resources & Mentions: • Example: Reallocating PPC spend to market research and brand study • Anecdote: London pub takeover at Infosec - and why it worked better than the event itself Connect with Us: Host: Richard Cook [https://www.linkedin.com/in/rcookchampion/] Letstalk@championcomms.com [Letstalk@championcomms.com] Connect with Us * Host: Richard Cook - Champion Communications [https://championcomms.com/] * E-mail: letstalk@championcomms.com